Home' INSTYLE Magazine : INSTYLE MAYJUN 2015 Contents T
hings change in business all the
time, as they do in life. Sometimes
what negatively affects one sector
can be a boom for another.
Bricks and mortar retail has
suffered terribly with online shopping
making it far easier to purchase without
leaving the house. The direct impact on
the viability of physical retail stores means
there are big reductions in landlords’
asking prices for rent.
Can you hear the opportunity knocking?
I can – there has never been a better time
to re -think your salon’s lease.
Here in Richmond, Victoria, when I am
walking up Bridge Road with my dog,
I notice one in three shops is empty. The
rent the landlords were collecting is no
longer there. I’d be really annoyed if I had
a commercial property to let. I doubt they
ever imagined that prime real estate like
this would suffer. But it did, and it has.
Some of the shops here have been empty
for months and months. If ever you’ve
thought that your salon was too big, too
small or the wrong shape or in the wrong
location, now would be a super-smart time
to think about whether or not renewing the
next option of your lease is your best move.
You might think about doing your
homework first and then come back to your
current landlord and explain why you were
going to move. Perhaps he’d be interested
in lowering your rent to keep you, given the
market has changed? What do you have
You need to consider that some things
may be better and some things may
not. Providing you write down all the pros
and cons and have someone who’s not
emotionally connected to your business
go through the list, you can make a sound
decision on whether to move or not
I’ve assisted salon owners many times
with relocating and I know if you do your
due diligence you will take over 90 per
cent of your clientele with you. It actually
puts you in a great position to build a larger
clientele. When you arrive in your new
premises you create interest in and around
that new location, enticing people to test
you out. If they like what they experience,
you gain them as long-term clients along
with your loyal existing clients.
Relocating gives you an opportunity to
leave behind bad habits or change things
you could never change in your previous
location. Maybe your basins are located
where the copier or printer is. Maybe the
sun streams in at a bad angle at a certain
time of year or you have neighbouring
shops that attract a seedy crowd.
Relocating means you can correct some
challenges that you could never do if you
stayed where you were.
Be mindful, though: more space does
not mean more income. If you’re moving
to a bigger space with the same number
of beauty rooms or styling chairs, I’d tread
carefully unless the rent is lower.
I strongly suggest that you do the
numbers and plan, plan, plan. Will you lose
any trading days? Possibly not if you can
operate in your current location while the
other is being fitted out, closing down one
day and opening at your new salon the
next. That will depend on what equipment
and stock you are taking across with you.
For example if you’re using your existing
basins, you might need to close down for
a few days.
Outgoings, like costs of heating and
cooling, might differ in the new location.
Check out parking options for both your
team and clients, and whether there
are unavoidable costs like a new floor,
plumbing or electrical.
You can (and probably should) retain
your business name and your brand but
you’ll need to re -do marketing collateral
and anything that is using the old address.
I recently went to meet with a new salon
and when I arrived, the street number
I was given was a florist. I googled and
the salon’s name still came up with the
address where the florist was located.
The florist told me they’d moved in two
years earlier and had asked many time
to have the changes made, but it just
If you go with my ‘naked thinking’ of
always considering the customer first,
there’s no excuse for having an incorrect
address for your internet presence.
Your new neighbourhood will be
different. You might have once been near
a post office, bank or a restaurant. Your
new location might not share such heavy
passing traffic. That doesn’t mean your
move will be unsuccessful. It could mean
that you’ll derive your new clients more
from your marketing efforts than from simply
relying on who’s walking by your salon.
Even salons that I’ve found incredibly
hard to locate on my first visit because of
poor signage and out-of-the-way locations,
have rocking businesses because they
deliver such awesome customer service in
their salons that their clients naturally refer.
Equally, many salons that are in a prime
location in an amazing suburb don’t
share that same kind of business success.
Inevitably that’s down to the inability of
the team to deliver a remarkable and
exceptional solution to the customers’
hair needs. It wouldn’t matter where these
salons were located.
Even if you weren’t thinking of moving,
why not look at now as a time to review
what you pay for your rent? Is it the best use
of that money? Rent makes up a big portion
of your outgoings and it’s a fixed expense,
unlike wages that you can adjust to the
growth of your business.
Again, do your figures, look around at the
opportunities in the rental market and see if
now is the right time.
Could now be the perfect time
to relocate your salon? writes
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